TUMI Heritage campaign

BACKSTORY///

Agency Erwin Penland gave me artistic freedom to shape the story of a luxury brand steeped in 40 years of history, style and innovation.

After immersing myself at TUMI design HQ and pouring through the archives, I was able to isolate the key moments in each era. The pervasive cyclical movement was inspired by a quote I found from TUMI CEO Jerome Griffith “We tend to stay in motion.” I framed the entire concept around those words.